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Big W partners with Pinterest on new social campaign

Discount department store Big W has tapped Pinterest to help launch its newest campaign, with its spring collections shaped entirely from insights into how Australians have been using the social media leading into the holiday period.

Pinterest has long been working on better supporting the business sector in Australia, and recently introduced a trend-based ad solution called Trend Badges to help brand reach consumers when they’re researching ideas on the social media.

“Our spring campaign is all about inspiring customers to step into spring with style by showcasing key products from our gorgeous new season range,” said Big W’s social media manager Alice Harrison.

“Utilising Pinterest’s trend insights we were able to reach audiences with our on-trend solutions at the very moment they were seeking inspiration.”

According to Pinterest, searches for how to improve living spaces are up dramatically on the prior year, with searches for ‘outdoor alfresco ideas’ up 988 per cent and ‘beachy aesthetic’ up 236 per cent.

Four billion pins are saved on the app in Australia and New Zealand each day, Pinterest Australia and New Zealand country manager Carin Lee-Skelton told Inside Retail last year, giving brands a big opportunity to reach customers when their ideas are still nascent.

“There is a unique and positive mindset where people are open and undecided to new ideas,” Lee-Skelton said.

“We’ve always led with the idea that our service is about creating a life that you love. We want to help give you inspiration for the big and small things in your life, from discovering a new recipe to trying a bold new beauty look.”

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